The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. With overall volume consumption of carbonated beverages shrinking in recent years, the company has put increased attention on its non-carbonated categories and brands.
As part of its growth strategy, Coke outlined a strategy to rebrand POWERADE, a leader in the sports drink category. The company worked with its national advertising partner agency to develop initial creative, then introduced an exceptionally aggressive timeline for developing the materials to launch the campaign.
When the agency determined that it could not meet the rapid deadline, Coke turned to Beck. For years, Coke had worked with Beck to handle its art reproduction needs. Beck had a history of ensuring the integrity, fidelity and consistency of Coca-Cola brand images. Now, with only the product logo image as a starting point, the goal was bigger than ever – design and produce a multi-channel creative campaign in less than six weeks.
To meet the aggressive variables and time demands of the project, Beck immediately engaged its Premedia Workflow CompressionSM model. The template-based process could shorten cycle times and increase quality through transparent workflow mapping, project scheduling and precise application of cutting-edge technologies.
Working side by side with the POWERADE team, Beck first color corrected and retouched label graphics for four package sizes and eight beverage flavors. They produced a series of print advertisements, including a teaser campaign and follow up ‘reveal’ ads. Beck then created digital graphics for OOH including outdoor boards, bus shelters, banners, automotive wraps and POS.
With multiple packaging sizes and sub-categories addressed, and a full graphic campaign that even included coordinating sidewalk art drawings in several major markets, Beck successfully had met project goals. Not only that, by using Premedia Workflow CompressionSM, Beck had improved the visual quality of the POWERADE product in every medium, and had done so faster and for less cost than anticipated.
The Coca-Company accomplished notable results including:
More than 80 pieces created and produced using the POWERADE logo
Multiple packaging sizes and sub-categories
Campaign rollout time was one-third shorter than normal
Cost savings of 33%
POWERADE Style Guide to set standards for images in all markets
Since the rollout, Beck has continued to update and launch new campaigns for POWERADE, including creating artwork for print and new original packaging designs.